week 6

Question 1

objectives must be

Answer 1

1) WHO:identity a target audience
2) WHAT: detail the specifics goal (awareness, knowledge, sales
3) WHEN: the relevant time frame

Question 2

define media

Answer 2

Media – General communication channels that carry the marketing message (TV, Radio, magazines).

Question 3

define vechiles

Answer 3

The specific broadcast programs or print choices in which marketing messages are placed (AFL, The bachelor, Children’s show)

Question 4

strengths of television advertising

Answer 4

Demonstration ability
Audio and Visual
Greater Emotional Resonance
Provide one-to-one feeling
Intrusion 
Impacts sales force and channels

Question 5

Limitations of television advertising

Answer 5

Limitations
Escalating costs
Audience fragmentation (Netflix, Youtube)
Difficult to target niches
Distraction (Changing channels during commercials)
Clutter (More, shorter, commercials)

Question 6

ways to evaluate advertising

Answer 6

Recall & Recognition
•Attitudes towards the product and ad •Persuasion Measures
•Sales Measure

Question 7

explain recall and recognition

Answer 7

Recall and RecognitionSurveys are conducted and ask people if they
a)recalled seeing the marketing communication about a specific product

b)Accurately describe specific elements of the marketing communication

Associated (Related-recall scores): indicate the percentage of respondents who accurately describe specific elements of marketing communications.

Claimed-recall scores: indicate the percentage of respondents who recall seeing the ad

Question 8

define Associated (Related-recall scores):

Answer 8

indicate the percentage of respondents who accurately describe specific elements of marketing communications.

Question 9

define claimed recall scores

Answer 9

indicate the percentage of respondents who recall seeing the ad

Question 10

strengths of radio advertising

Answer 10

StrengthsSegmented audiences
Personal/Local level
Lower CPM 
Short production timesReinforces imagery from TV
Fewer Distraction

Question 11

Limitations of radio advertising

Answer 11

Clutter
No visuals
Audience fractionalisation
Buying difficulties
Tend to cram lots of information

Question 12

explain print and support media

Answer 12

Print and Support MediaThese forms of media tend to work well in conjunction with mass media
•Can be used in isolation but is dependent on the execution (creativity, strength of message, etc.)
•Tend to offer more cost-effective ways at reaching target market

Question 13

strengths of newspapers

Answer 13

audience in an appropriate mental frame to process messages 
mass audiences covered
trusted
flexibility
ability to use detailed copy
timelines

Question 14

limitations of newspapers

Answer 14

clutter
not a highly selective medium
higher rates for occasional users
mediocre reproduction quality
complicated buying for national marketers
changing composition of readers

Question 15

strengths of magazines

Answer 15

have potential to reach large audiences
selectivity 
long life
high reproduction quality
can present detailed information
can convey information authoritairley 
high involvement potential

Question 16

limitations of magazines

Answer 16

clutter 
long lead times
not intrusive
somewhat limited
geographic research
variability of circulation
patterns by market

Question 17

out of home support media strengths

Answer 17

broad reach and high frequency levels

geographic flexibility

low cost per 1000

prominent brand identification

opportune purchase reminder

Question 18

limitations of out of home support media

Answer 18

non selectivity
higher rates for occasional users
difficult to measure audience size
environmental problems

Question 19

Should Advertising in Newspaper and magazines have more or less text than Out of home support?

Answer 19

Being out an about, have less time to process information and messages therefore imagery and packaging is used more than text.

Question 20

explain packaging

Answer 20

o Draws attention to the brand
o Breaks through competitive clutter at the point of purchase
o Signals value to the consume and justifies a products’ price
o Communicates a brand’s benefits, attributes and image
o Conveys emotion
o Ultimately motivates consumers’ brand purchase intentions
o Colour packaging conveys emotion – e.g. red = excitement, strength, sex, passion, speed and danger, blue = trust, reliability, belonging and coolness, Yellow = warmth sunshine, cheer, happiness, Orange = playfulness, warmth, vibrancy

Question 21

explain packing (VIEW)

Answer 21

Visibility - attract attention without detracting from the brand

Information - provides important information (benefits, nutrition, etc.) without
Cluttering

Emotional appeal - evoke a desired mood

Workability – protects contents, easy stored, easy to use, environmentally friendly,
etc.

Question 22

what is point of purhcase

Answer 22

Point of purchase - includes multichannel media such as broadcast, print, social media and experiential campaigns that use in-store displays.

Along with motivating at the point of purchase, it can create an experiential marketing communications, marketers can create a shopping experience where consumers interact / feel more engaged with brands

Question 23

4 point of purchase objectves

Answer 23

o Informing
o Reminding
o Encouraging
o Merchandizing

Question 24

explain informing - POP objective

Answer 24

Informing = Alert consumers to specific items and potential useful information

Question 25

explain the POP objective of reminding

Answer 25

= Augment previously learned information – encoding specificity / state dependent learning

Question 26

define the POP objective of encouraging

Answer 26

Motivates consumers to buy / try a specific item

Question 27

explain the pop objective of merchandizing

Answer 27

Using floor space effectively to assist consumers choice (e.g. bakery)

Question 28

strengths of point of purchase

Answer 28

opportune purchase reminder
low cost
relevant and targeted 
customisable
speedy and efficient

Question 29

weaknesses of point of purchase

Answer 29

low reach
requires customers to already be in the store
can have high clutter

Question 30

case study

Answer 30

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